Seymourpowell announces details of its design work for the Little Devil, the new vibrator ring in the 'Play' range from Durex. For more information, go to seymourpowell.com/casestudies/20 and blog.seymourpowell.com/2011/12/seymourpowell-reinvigorates-rb%E2%80%99s-durex-packaging/

1. PRESS RELEASE
Seymourpowell gives good vibrations to Durex
Seymourpowell unveils product and pack design for Durex Play ‘Little Devil’
London, UK, xx May 2011 – leading global design and innovation company Seymourpowell is
pleased to announce details of its design work for the Little Devil, the new vibrator ring in the ‘Play’
range from Durex, sub-brand of SSL International, recently purchased by Reckitt Benckiser.
The Little Devil, designed specifically for the Durex ‘Play’ range, is the very latest in a line of vibrator
rings designed for Durex by Seymourpowell, marking a long-standing relationship with the brand.
Back in 2001, Seymourpowell designed a range of vibrators for Durex ‘Play’ that needed to be
alluring, safe, effective, reliable and tactile, as well as meet users' desires and expectations.
Considering these requirements, a range of three very different vibrators was created; The Wand,
intended for vaginal penetration; The Little Gem, used between the fingers for direct stimulation, and
The Charm, designed for shared massage and foreplay, as well as clitoral stimulation.
As part of the brief for Little Devil, Seymourpowell was tasked with designing a new playful vibrator
ring that complimented the existing Durex ‘Play’ range, echoing a sense of accessibility, fun and
pleasure for everybody. In addition, Durex was looking for a new sex toy that further inspires people
to explore and discover new sexual pleasures and experiences. Playfulness and a sense of adventure
were at the heart of the project with a focus on encouraging consumers to be playful, fun loving and
open-minded.
During the design process, Seymourpowell responded to the brief by designing a range of vibrating
rings with protruding features that took on many different shapes, from bunny ears to alien antennae.
After careful deliberation, the Little Devil was chosen for its protruding ears and horn, designed for
ultimate clitoral stimulation.
Colour, materials, technology and cost were amongst a wide-ranging set of design innovation
challenges. Seymourpowell designer Tanja Langgner explains, “The challenge was to meet the
emotional and physical requirements of the potential user, whilst solving the accompanying
mechanical, material and cost challenges”.
Whilst fun and frivolous, the Little Devil is also technically exquisite. Every angle has been carefully
considered to allow for stimulation of the labia and clitoris as well as the penis. Design director, Nick
Talbot added, “The silicone was chosen specifically above other materials to allow for a soft,
streamlined finish that is pleasurable to the touch, while the ring itself is designed to remain flat so
that it doesn’t roll over and cause discomfort.”
Seymourpowell was also responsible for the 2D packaging for the Little Devil. Jenny Butler, account

2. director at Seymourpowell commented, “The graphics and colours reflect the brands desire for fun
and playfulness. The lower case font is designed to appear friendly, less intimidating and more
approachable, while the bright jewel-like packaging provides enticing on-shelf standout at point of
purchase. The ‘peep hole’ at the back of the box allows for consumers to partially see the product to
excite their curiosity.”
Sebastian Rusu, brand manager at Durex added: “Little Devil is a great innovation and a perfect
addition to the Durex Play range building up on the success of our Vibrating Ring. It’s a cheeky and
playful adult toy for moments when you really want to have fun, adding more spice, variety and
excitement into your sex life. We want to inspire our consumers to improve their overall wellbeing,
enjoy and love the sex they have and Seymourpowell is a great partner to help us bring this mission
to life.”
Seymourpowell continues to work closely with Durex and hopes to develop more exciting additions for
the Durex ‘Play’ range in the future.
The Little Devil is now available in Boots and other leading retailers nationwide, or online at
www.Durex.com <http://www.Durex.com>
***ENDS***
For further information contact:
Tim Duncan
PR Global, Seymourpowell
Email: tim.duncan@seymourpowell.com
Tel: +44 (0) 20 7386 2369
About Seymourpowell – the shape of things to come
Seymourpowell is one of the world’s leading design and innovation companies. Founded in 1984 by
Richard Seymour and Dick Powell, the London-based group of award-winning designers has
produced some of the ‘milestone’ products of the last two decades.
Seymourpowell is currently the UK’s number 1 design company (YouGov, Nov 2010). The company is
part of the Loewy Group.
Seymourpowell is currently 85 people, combining a design studio, research centre, materials library
and prototyping workshop.
Seymourpowell has a unique holistic approach to design and innovation, which combines in depth
experience and up to date intelligence about people, markets and businesses. The company has the
ability to forecast and interpret the vital implications of behaviors and work out future scenarios to give
its clients the confidence and reassurance they are making the right decision.

3. Seymourpowell is skilled in exploiting ideas that create real value and always look to move clients
forward creatively. Seymourpowell is not just a company of visionary thinkers, but future ‘doers’.
Ultimately, Seymourpowell is about making things better: better for people, better for business and
better for the world.
Specialisms include design innovation, transportation design, ethnographic user research, strategy
and new product development (NPD), trends and forecasting, product design and development, 3D
structural design and 2D graphic design.
About Durex
Durex is a global sexual wellbeing brand owned by Reckitt Benckiser. For over 80 years, the brand
which was responsible for the world the first condom to prolong the climax, introduced vibrators into
mainstream shops and launched lubricants that help make that special moment even better has
helped millions of people all over the world have better sex lives.
The Durex brand name was registered in 1929. The name was chosen to represent DUrability,
Reliability and EXcellence.
Durex has built its leading global position through innovation and knowing what its customers want.
It was the first in the world to:
• Introduce fully automated production dipping lines and electronic testing machines.
• Develop an "easy-on" shape condom that is easier to unroll and more comfortable to wear
• Develop a condom that helps to prolong climax (Performa)
• Have ribs on condoms where it actually matters
• Conduct and publish a global sex survey
• Develop a range of vibrators and retail them in a "general" high street stores
• Have a range of lubes with different sensations